From livestream to table: psychological drivers of purchase intention in restaurant livestreaming

Purpose Restaurant livestreaming, where consumers interact with real-time digital content that promotes physical dining experiences, has emerged as a distinctive form of digital marketing. It integrates online engagement with offline consumption in a novel way. Design/methodology/approach This study builds upon the stimulus-organism-response (S-O-R) framework. It incorporates insights from flow theory and perceived value theory to examine how emotional immersion and cognitive evaluation influence consumer purchase intentions in the context of restaurant livestreaming. A structural model is then tested using survey data collected from 482 livestream consumers. Findings Using a sequential mixed methods design, this study first identifies key environmental stimuli through in-depth interviews. These stimuli include perceived livestreamer authenticity, perceived benefits and visual effects. The structural model results show that both livestreamer authenticity and perceived benefits significantly enhance flow experience. In addition, perceived benefits increase perceived value. Flow experience and perceived value subsequently have a positive impact on purchase intentions. Furthermore, prior knowledge plays a moderating role by strengthening or weakening consumers’ psychological responses to livestreaming stimuli. Originality/value This study contributes to consumer psychology by illuminating how emotional immersion and rational evaluation jointly drive decision-making in hybrid online–offline consumption contexts. Practical implications are offered for restaurant marketers seeking to leverage livestreaming as a strategic communication and engagement tool.